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Concrete advertising misleading, says watchdog

The Advertising Standards Authority has ruled that an advertisment run by the British Association of Reinforcement (BAR) was 'misleading and denigratory'.
The ad, part of a campaign called 'You decide', featured a construction worker walking along a steel frame, and the caption, 'The safe secure working environment of reinforced concrete or living on the edge with steel'.The British Constructional Steelwork Association Limited (BCSA) challenged the ad, saying that it implied that both the process of erecting steel was unsafe, and that the steel construction industry did not provide a safe working environment for its contractors.The ASA upheld the complaint, saying that 'walking the steel frame, as depicted in the ad, was neither approved under the BCSA Code of Practice nor by the UK steel industry generally.'Because we considered that BAR had not substantiated either implication, we concluded that the ad was misleading and, as such, was unfairly denigratory to the steel construction industry,' read the ruling.The ASA ruled that the BAR should consult the Committee of Advertising Practice for guidance before running future ads.

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